Revealing the Top Customer Centricity Best Practices in Fortune 500

Customer Centricity Best
Practices Webinar
9th December, 2014
Derek Blackburn, Zhecho Dobrev and Colin Shaw
www.beyondphilosophy.com

Introduction to Beyond Philosophy
2
Work globally with offices in
Tampa, USA and London, UK; and
associates in Asia and Africa
Pioneers in the field of
Customer Experience!
Thought leadership is our
differentiator. We have written 4
books
Provide tailored solutions
through proven methods
and backed by data. No off
the shelf solutions
Maintain links with
academia to keep us ahead
of the latest trends
Focus on the emotional and
subconscious side of
customer experience
Beyond Philosophy © All rights reserved. 2001-2014

We have extensive experience working with complex
organisations globally across different industries
www.beyondphilosophy.com 3

What is Customer Experience?
A Customer Experience is an
interaction between an
organization and a customer as
perceived through a Customers
conscious and subconscious
mind.
It is a blend of an organization’s
physical performance, the senses
stimulated and emotions evoked
Each of these is intuitively
measured against customer
expectations across all moments
of contact.
4 Beyond Philosophy © All rights reserved. 2001-2014

NPS from -10 to +30
• “Maersk Line correlated a 4
point increase in Net
Promoter Scores to a 1%
rise in shipping volumes”
• “We increased our shipping
volumes” by 10%”
5

Customer Experience Leaky Pipe
There is no “silver bullet” for improving the Customer Experience. Customer Experience is
rather more like a “leaky pipe”. As customers go through the experience they fall through the
loose joints between departments
CUSTOMER EXPERIENCE
Process
Systems
Strategy
People
Expectations
Leadership & Culture
Channel
Measurement

and Experiential Competence
N2N Model
7
Unconscious
Competence
Conscious
Competence
Conscious
Incompetence
Unconscious
Incompetence

How a few organizations might fare…
Emotional Engagement
8

Naïve to Natural
An organization can be in different
Orientations in each of the nine
areas
But will have one overriding
Orientation
A Natural Orientation
Embedding a “Natural” Orientation in an
organization will result in the delivery of
captivating Customer Experiences which
create loyalty.
This needs to be achieved in each of the nine
areas.
Beyond Philosophy © All rights reserved. 2001-2014 9

N2N Mechanics
230+ multiple choice questions
4 types of questions for each of
58 best practices across 9
areas
Current Orientation
Current Actions
Previous Initiatives
Executive ‘Understanding’
A series of group interviews
plus a few of 1to1 exec
interviews

People – 36 questions
Emphasis of recruitment and selection
Extent to which recruitment process seeks to
identify candidates who fit with the culture
What’s the Emphasis of your training program
Extent to which customer expectations feature in
training
Level of importance the organisation places on
people
Emphasis of employee surveys
Degree of alignment between Employee
Experience and the Customer Experience
Degree to which employees are empowered
The degree to which people are allowed to use
Social Media for work purposes
Transact-ional
Previous
Action
Orientation
Current
Action
Executive
Understanding
Transact-ional
Transact-ional
Priority
Key Naive Transactional Enlightenment Natural
Notes
Transact-ional
Transact-ional
Transact-ional
Transact-ional
Enlightened
Naive
11
Priority
Naive Naive
Naive Naive
Transact-ional
Transact-ional
Transact-ional
Transact-ional
Transact-ional
Enlightened
Transact-ional
Enlightened
Transact-ional
Naive Enlightened
Naive
Transact-ional
Naive
Transact-ional
Naive
Transact-ional
Transact-ional
Enlightened
Transact-ional
Transact-ional
Enlightened Enlightened

How does best practice on Induction Training looks
like?
12
How does
best practice
on Training
looks like?

Apple has created a structured advance soft skills
training manual
13
Subconscious experience
Body language
Emotional Experience
Source: http://gizmodo.com/5938323/how-to-
be-a-genius-this-is-apples-secret-employee-
training-manualhttp://
gizmodo.com/5938323/how-to-be-
a-genius-this-is-apples-secret-employee-training-
manual

Strategy – 16 Questions
14
Have you
articulated what
Customer
Experience you
want to deliver?

A Customer Experience Statement articulating the
experience you want to deliver

Systems – 32 Questions
16
To what degree has
your technology
achieved a
complete customer
view?

An Insurance Company Dilemma
Which one do we do first i.e.
…get the system and then design the experience
or design the experience and then get the system…

Measurement – 32 Questions
18
To what extent do
customer measures
play a role in your
incentive scheme?

Maersk Line included NPS
as part of their KPI’s and
linked it to everyone’s
bonuses. It started with a
10% weight and then each
year it’s weight was
increased by 5% to reach
25% weight in the KPI’s
score card.
When asked, “If there was
one thing that you would do
differently, what would be
it?”, Jesper Thompson, VP
of Customer Service and
also heading the customer
experience transformation
team said that he would
have tied everyone's
bonuses to NPS a lot
sooner.
www.beyondphilosophy.com 19 Beyond Philosophy © All rights reserved. 2001-2014

Channel Approach – 20 Questions
20
Who’s responsible
for the Customer
Experience inside
the organization?

Who owns the Customer Experience?
CEO
(President)
Marketing Operations Customer Service Sales
Independent Cross-
Functional CE Unit
Customer
Experience
Customer
Experience
Customer
Experience
Customer
Experience
50% 18% 18% 5%
9%

Typical Functions and Agenda for the CX Council
What type of issues should be discussed?
• Understand and record the end to end journey of a Customer not the organizations process
• How the organization is performing against their Customer measures.
• How to align measures
• What can be done to improve the Customer Experience
• How the individual departments are performing against their Customer measures
• Deciding on initiatives to improve the Customer Experience
• Prioritizing activity
• What is best practice?
Typical Agenda:
1) Actions from last meeting
2) Results of overall Customer Satisfaction Index measures
3) Reviews from the Mystery Shopping program
4) Reports from the various departments on their Customer Satisfaction measures and what
they are doing to improve the Customer Experience
5) Ensuring best practices are being cross fertilized
6) Review of current initiatives/programs
7) Review Customer measures
8) Prioritization and planning of future initiatives
9) Review of any Customer research taken place
10)Ad hoc

Customer Expectations – 20 Questions
To what extent are
customers’
expectations
researched &
documented?

Map Customer Expectations via Journey Mapping
• Customer actions
• Customer
Expectations
• Customer Emotions
• Subconscious
aspects
• Psychological
principles
• People &
Technology
Interactions
• Behind the scenes
people, process &
technology involved

Marketing & Brand – 24 Questions
What is the primary
focus of your
advertisement?

Marketing & Brand - Recommendations
John Lewis 2012 Advert Sainsbury’s 2014 Advert

Processes – 24 Questions
Who owns the
processes and who
changes them?

Inside Out vs Outside In

Culture & Leadership – 40 Questions
Are senior
executives
serious about
CX?

Leading by example & shaping the culture

Naïve to Natural Online Certification Training Course
Naïve to Natural Training Course Agenda
Week 1 Overview; Case Study and People
Week 2 Customer Strategy; Systems and Measurement
Certification Test
Week 3
Channel Approach; Expectations and Marketing
& Brand
Week 4
Process; Culture & Leadership;
Practical Tips for success – what to do and what not to do.
Week 5
Sharing Best Practice - identifying the progress made;
problems identified; unanswered questions and where to go next.
Starts: February 2nd , 2015

Our Christmas Offer:
33
Use promo code
Thankyou500
and get $500 off
the course price.
Offer valid until
December 19th.
Course price with discount code: $999
Course price without discount: $1499

Customer Centricity Best
Practices Webinar
9th December, 2014
derek.blackburn@beyondphilosophy.com
zhecho.dobrev@beyondphilosophy.com
colin.shaw@beyondphilosophy.com
Toll Free: +1 866-649-6556
Outside USA: +1-813-936-4000

Revealing the Top Customer Centricity Best Practices in Fortune 500

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Revealing the Top Customer Centricity Best Practices in Fortune 500